MARKETING MANAGEMENT12th edition

Kotler Keller

22 Managing a Holistic

Marketing Organization

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Chapter Questions

What are important trends in marketing practices?

What are the keys to effective internal marketing? How can companies be responsible social

marketers? How can a company improve its marketing

implementation skills? What tools are available to help companies

monitor and improve their marketing activities?

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Trends in Marketing Practices

Reengineering Outsourcing Benchmarking Supplier partnering Customer partnering Merging

Globalizing Flattening Focusing Accelerating Empowering

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Organizing the Marketing Department

Functionally Geographically By product By brand By market Matrix By corporate/division

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Tasks Performed by Brand Managers Develop long-range and competitive strategy for each

product. Prepare annual marketing plan and sales forecast. Work with advertising and merchandising agencies to

develop campaigns. Increase support of the product among channel

members. Gather continuous intelligence on product

performance, customer attitudes. Initiate product improvements.

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Role of Marketing at the Corporate Level To promote a culture of customer

orientation To be an advocate for the customer To assess market attractiveness To develop firm’s overall value proposition,

the vision, and articulation of how it proposes to deliver superior value to customers

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Corporate Social Responsibility

Legal behavior Ethical behavior Socially responsible behavior

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Top-Rated Companies for Social Responsibility Johnson & Johnson Coca-Cola Wal-Mart Anheuser-Busch Hewlett-Packard Walt Disney Microsoft

IBM McDonald’s 3M UPS FedEx Target Home Depot

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Cause-Related Marketing

Marketing that links the firm’s contributionsto a designated cause to customers

engaging directly or indirectly inrevenue-producing transactions

with the firm.

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Corporate Social Marketing

Marketing efforts that have at leastone non-economic objective relatedto the social welfare and uses the

resources of the company and/or its partners.

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Branding a Cause Marketing Program

Self-branded: Create Own Cause Program Co-branded: Link to Existing Cause

Program Jointly branded: Link to Existing Cause

Program

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Social Marketing Campaigns

Cognitive Action Behavioral Value

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Social Marketing Planning Process

Where are we? Where do we want to go? How will we get there? How will we stay on course?

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Necessary Skills for Implementing Marketing Programs

Diagnostic skills Identification of company level Implementation skills Evaluation skills

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The Control Process

What do we want to achieve? What is happening? Why is it happening? What should we do about it?

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Types of Marketing Control

Annual plan control Profitability control Efficiency control Strategic control

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Marketing Audit

Comprehensive, systematic, independentperiodic examination of a company’s

or business unit’s marketingenvironment, objectives, strategies, and

activities with a view to determiningproblem areas and opportunities,

and recommendinga plan of action to improve

the company’s marketing performance.

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Characteristics of Marketing Audits (See Table 22.5)

Comprehensive Systematic Independent Periodic